Case Study: SellPoints, Inc. achieves double non-brand paid search performance and triple display performance with Google Analytics Solutions

SellPoints, Inc. - Customer Case Study

Sellpoints, an Emeryville-based ecommerce marketing agency founded in 2000, needed a clearer picture of how users convert across channels. The company’s challenge was to move beyond last-click attribution, which ignores earlier touchpoints like non-brand search and display, so it could make better marketing decisions and improve campaign performance.

Sellpoints used Google Analytics Multi-Channel Funnels plus custom position-based and time-decay attribution models, then imported the insights into AdWords. The analysis revealed that 40% of conversions attributed to brand terms under last-click actually began with non-brand interactions and that display—previously shown as eight times over goal CPA—was outperforming CPA targets when impressions were properly valued. Armed with these findings the client doubled its non-brand paid search program and tripled its display spend while maintaining ROAS and CPA goals.

SellPoints, Inc.